Customer-centric marketing : (Record no. 153575)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02746 a2200241 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | LDD |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20191016114829.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 191016b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780262529051 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | IGNOU Library |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Edition number | 23 |
| Classification number | 658.812 R197C |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ravi, R |
| Relator term | autor |
| Fuller form of name | (Ramamoorthi) |
| 9 (RLIN) | 8785 |
| 245 ## - TITLE STATEMENT | |
| Title | Customer-centric marketing : |
| Remainder of title | a pragmatic framework / |
| Statement of responsibility, etc. | R Ravi and Baohong Sun |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Cambridge, Massachusetts : |
| Name of publisher, distributor, etc. | The MIT Press, |
| Date of publication, distribution, etc. | 2016. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | ix, 136 pages : |
| Other physical details | illustrations ; |
| Dimensions | 23 cm |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Preface --<br/>An introduction to customer-centric marketing --<br/>Conceptual framework for customer-centric marketing --<br/>Modeling consumer choice --<br/>Segmenting customers into latent classes based on sensitivity --<br/>Customer lifetime value --<br/>Marketing optimization problem --<br/>Continuous learning and adaptive marketing decisions --<br/>Implications and enablers --<br/>Epilogue --<br/>Notes --<br/>References --<br/>Index. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | <br/>"The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive, dynamic, and responsive to changes in individual customer behavior. This book introduces state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM). Rather than using a snapshot from the data to plot a single campaign-centric marketing plan, these methods draw on cutting-edge research in optimization and interactive marketing with the goal of maximizing long-term profit from data collected over time. The aim to teach readers to apply optimization tools to derive analytical solutions leading to customized, dynamic, proactive, and real-time marketing decisions. The book develops the CCM framework and illustrates it with four cases that span the life cycle of marketing: pricing, win-back, cross-sales, and customer service allocation. The text walks the reader through real-world examples of applying the framework (supported by spreadsheet models available online), then explains the key concepts: modeling consumer choice; segmenting customers into latent classes based on sensitivity; computing customer lifetime value (CLV); and dynamic optimization. The reader then learns to incorporate the continuous learning of customer preference into an adaptive feedback loop for marketing decisions. The book can be used as a text for MBA students or as a professional reference"--Back cover |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Relationship marketing. |
| 9 (RLIN) | 8786 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Customer relations. |
| 9 (RLIN) | 2390 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| General subdivision | Management. |
| 9 (RLIN) | 8787 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sun, Baohong |
| Relator term | author |
| 9 (RLIN) | 8788 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| No | Dewey Decimal Classification | Library and Documentation Division | Library and Documentation Division | PGRRL | 02/09/2019 | L&DD | 1847.71 | 658.812 R197C | 111949 | 02/09/2019 | 2639.58 | 02/09/2019 | Books |